Social Media Oct22 Caci

What Is It? Who Uses It & Why? Should You? How?

Social Media

Image courtesy of Gaping Void Gallery, Hugh MacLeod 

Search Engine Marketshare 1999  Yahoo!  Excite  Altavista  Infoseek  Lycos  GoTo  (Overture)  Source: David Viney, SEO Experts  

Internet Usage by Age  % of PopulaUon  % of Internet PopulaUon  35%  Fastest growth for online ac1vity is  30%  among users age 55+  25%  20%  15%  10%  5%  0%  Gen Y    Gen X    Younger  Older  Silent  G.I.  (18‐32)  (33‐44)  Boomers  Boomers  GeneraUon  GeneraUon  (45‐54)  (55‐63)  (64‐72)  (73+)  GeneraUons Online, 2009 

3 out of 4 US online adults use social media  2/3 of the world’s online popula:on  Ques:on:  Is It Bigger Than a Breadbox?  17% of all :me online   Ad spend on social media grew to 15% of total  Global Faces & Networked Places, 2009  The Growth of Social Technology AdopUon, 2008 

Social Networking Site Ac:vi:es of US Social Network Users  Become a fan/follower of  some other brand or  52%  company  Said something good about  company or brand  46%  Said something bad about  company or brand  23%  Promoted some other  company or brand  18%  Promoted your own  business  12%  Surprise! People want and expect to  interact with brands and companies  Source: Anderson AnalyUcs, “Social Network Service (SNS) A&U Proﬁler”, provided to eMarketer.com, July 2009  n=1000,% of respondents 

300 million ac:ve users  50% login every day  65 million mobile device users  Market value = $1 billion?, $10 billion?  2 billion+ pieces of content each week 

55 million unique visitors  Mul:ple Entry Points  Poin:ng device  45 to 54 year olds 

Twiger is a plahorm for  imbeciles, skeevy marketers,  D‐list celebrity half‐wits, and  patheUc agenUon‐seekers.  No wonder we can’t get  enough.  Twiger is a dynamic and  diverse medium for acUon as  well as communicaUon.  Whether it’s raising money for  malaria nets or promoUng your  company brand… it’s expanded  to “what is the world doing and  what can the world do?” 

•  93% of American adults own a cell phone  •  GPS = Local  •  Mobile money 

100,000,000 Videos viewed each day  Free Hosting & Sharing Not making money Yet 

“Marketers don't understand channels where you  have to talk and listen at the same 1me...   The markeUng industry's idea of a two‐way  communicaUon is to put an 800 number or a web  address in an ad and take orders.” Josh Bernoﬀ  “Millions of people are crea:ng content for the Web.   Your compe:tors are already there.   Your customers have been there for a long :me.   If your business isn't pu]ng itself out there, it ought to  be.”                                                         BusinessWeek, February 19, 2009 

   Social media is like teen sex.     Everyone wants to do it. No one actually knows how.     When ﬁnally done, there is surprise it’s not beger                                                                                                                                Avinash Kaushik  Sources: Marta Kagan, Brand InﬁltraUon  Photo: Zelaby, Flickr 

Sweetest of Customer Engagements  3 million Facebook impressions  130,000 entries  9‐minute avg engagement 1mes  333,000 donuts created 

News – Value in AggregaUon 

“Goin’ Fishin’”  $42,000 in 1cket sales tracked through URL  ANract younger 1cket buyers  Low Cost Per Acquisi1on 

Enterprise‐wide collabora1on and innova1on   24,000 employee members  Reduced employee churn   Increased 401K par1cipa1on by 40% 

Barter‐based Marketplace  17 million+ business contacts  Over 6 million companies 

 The Greatest Asset of All….. 

Does Ma Bell Tweet? 

 PR Times ‐ They are a’changin 

Crocs Showing How Its Done 

Risks & Concerns  •  Budget   •  Stock price  •  Brand damage  •  Time‐waster  •  Reliability    •  OrganizaUonal implicaUons  •  “Who knows this stuﬀ?”  •  Culture & Control  •  Policies 

What do you do now? 

Deﬁne strategy  Integrate  Assess abili:es  Pick tools  Listen  Contribute  Distribute  Measure 

Resources  •  Books  –  Groundswell: Charlene Li & Josh Bernoﬀ  –  Tribes: Seth Godin  •  Blogs  –  hgp://www.bernoﬀ.com/  –  hgp://www.web‐strategist.com/blog/  –  hgp://rohitbhargava.typepad.com/  –  hgp://www.convinceandconvert.com/ 

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Social Media Oct22 Caci

by Bob Kumagai on Oct 22, 2009

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Social Media Oct22 Caci — Presentation Transcript